Meghan Markle has faced backlash after announcing the renaming of her lifestyle brand, American Riviera Orchard, to As Ever. The issue arose when it was discovered that the name already belonged to a small clothing brand, As Ever NYC, based in New York City. The founder of As Ever NYC, Mark Kolski, clarified on social media that his company is not affiliated with Markle’s brand.
Social media users expressed their opinions on the matter, with some accusing Markle of trying to “snatch” the name from the established clothing store. Despite the controversy, Kolski is standing firm on not changing his company’s name, citing his small, family-run business compared to the power and resources behind Markle’s brand, which is backed by Netflix.
Markle has since released a trailer for her new Netflix series and shared the news of rebranding her lifestyle brand along with a new website and logo. The brand is set to focus on lifestyle products and will not be making clothing. Markle explained that the name As Ever means “as it’s always been,” reflecting her passion for cooking, crafting, gardening, and jam-making, which will be featured in the products.
Overall, the controversy surrounding the name change has sparked discussions about trademark issues and the power dynamics between a small business and a high-profile personality like Meghan Markle.
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